The symbol in question, which can be seen on the neck and wrist of model Georgia May Jagger in a video and print ad, does look like the religious emblem but she insists that it's supposed to represent a snake bite.

“Cavalli says it represents a snake bite, and that snake bite represents sexuality, primality. It’s in diametric opposition to what this symbol means for us,” said Nasim Bahadorani, an American public health doctoral student who is protesting the commercial.

Some Toronto Sufi Muslims feel the same way and are planning a protest for Saturday, July 26, at Holt Renfrew. An estimated 200 Sufi students are expected to gather there at 2 p.m.

According to the Toronto Star, the idea behind the protest is to reclaim the sacred symbol, which they say has been tarnished in the racy ad campaign.